Tanner SmithCEO Syndicate Marketing | Scaling 7, 8, & 9 figure businesses | Performance marketing for ecom, local, and info businesses

The Universal Law Of Marketing

18 Dec 2023 · 1 min

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In this short monologue, the speaker presents a concise "law of marketing" that asserts a successful offer must simultaneously satisfy four criteria: it must solve the right problem, target the right person, be priced appropriately, and be easy to access. Using a bottled‑water example, the speaker shows how each element—need (thirst), price (e.g., $1‑$1.50 versus $300), and accessibility (proximity)—must align for a customer to be created. The talk emphasizes that any misalignment among these factors prevents the formation of a customer, underscoring the practical importance of aligning offer attributes with consumer context.

Chapters

Growing a business is directly correlated to your ability to follow something that I call the law of marketing. When your offer solves the right problem for the right person for the right price and your offer is easy to access, you create a customer. The perfect example here, let's go with a bottle of water. Let's say my offer of a bottle of water solves a problem of what? Me being thirsty. If I am not thirsty, I'm not going to buy a bottle of water. Now let's talk about price here. Let's say this gentleman right here, Jacob, is actually selling me the water bottle for $300. Well, wait a second, I could go to the drinking fountain. But if there's, you know, the right price, maybe $1, $1.50, based on the convenience factor, I might actually buy the bottle of water. Maybe I'm the right person, I'm thirsty, it's selling for the right price, but I have to drive 30, 40 minutes to get a bottle of water. My product isn't easy to access. If you do not have this law in total alignment, you will not create a customer.